Marketing Seminar

Faculty of Management Technology

MBA Program
Winter 2018

Prof. Tamer Awad

Seminar Objective
The objective of the seminar is to write up a sound literature
review within the field of Marketing.

This involves above all:

• Choosing topic / issue
• Identifying seminal contributions
–identifying different theoretical debates or substreams
–identifying different empirical focuses or substreams
–identifying gaps or unresolved themes and issues in the
literature

Prof. Tamer Awad

 Literature Review

•Aim to review critical points of current knowledge

including substantive findings, theoretical and
methodological contributions to a particular topic.

•Are secondary sources. They do not report any

new or original experimental work.

•Review and analyze the work of literature in relation

to the specified topic in research.

Prof. Tamer Awad

Literature Review

•…you don't use literature: You fail to develop a

theoretical basis, worthwhile research gap,
hypotheses, etc. You work is unscientific and
redundant!

•Bring the reader up to date with current literature

on a topic and forms the basis for future research
needed in the area.

•…you do not reference: You are guilty of plagiarism!

Prof. Tamer Awad

A well-structured LR is characterized by:
• Logical flow of ideas;

• Current and relevant references with consistent,

appropriate referencing style;

• Proper use of terminology;

• An unbiased and comprehensive view of the

previous research on the topic.

(Source: http://en.wikipedia.org/wiki/Literature_review)

Prof. Tamer Awad

The components
Similar to primary research, development of the
literature review requires four stages:

•Problem formulation—which topic or field is being

examined and what are its component issues?

•Literature search— finding materials relevant to

the subject being explored

Prof. Tamer Awad

The components

•Data evaluation—determining which literature

makes a significant contribution to topic

•Analysis and interpretation—discussing the findings

and conclusions of selected literature
Source: (University of California, http://library.ucsc.edu/print/help/howto/write-a-
literature-review)

Prof. Tamer Awad

The Process

Reading, reading, reading… but

•Don‘t spend too much time reading marginally

relevant material.

•Evaluate how applicable each source is, and the

amount that you reference the study should be
directly related to how applicable it is.

Prof. Tamer Awad

The Process

•Make note of things in the article that is applicable

to your LR, even if you don‘t know if you will use the
material.

•Yet be selective (super market shopping !!!)

(Source: Mattson and Ripplinger, 2008)

Prof. Tamer Awad

When are you done?

•The literature review is an on‐going process.

•It, essentially, continues until a study is completed.

•But, move on when it seems new articles are

presenting concepts/findings very similar to what you
already uncovered.

• (Source: Mattson and Ripplinger, 2008)

Prof. Tamer Awad

Where do I find the literature?
1. Books and journals in the GUC library

2. The on-Line library (EBSCO, ProQuest, JSTOR, Emerald,

EuroPassport, Ect)

3. Internet (Academic)

4. Company & public documents

… and then?

Prof. Tamer Awad

Where do I find the literature?

•Make a first quick analysis through google scholar or Ebsco and

find out if you can relate to the topic and find enough literature

•Identify the most relevant journals for the topic and scan them
systematically (start by reading abstracts, intros and
conclusions)

Prof. Tamer Awad

Where do I find the literature?
Note!!!

•Not all published material is equal in quality

•Peer‐reviewed journal articles are the best sources

•Other sources can be acceptable, but do not carry the same weight

•Look for highly referenced (Google scholar citations) sources

•Look for recent sources

(Source: Mattson and Ripplinger, 2008)

Prof. Tamer Awad

• Student are required to write a paper (at least 25)
on a topic matching your research interests.

• Students are expected to actively seek supervision

in order to assure that your paper will meet the
required academic standard

• Long project, the seminar can be extended.

Prof. Tamer Awad

• In writing and organizing your paper you must use
the standard format template provided on the
intranet.

• During the writing process, you may consult the

professor on academic aspects of your paper

(number and content of visits will be tracked)

Prof. Tamer Awad

• At the specified due date, you will submit
a hard and a soft copy of your paper.

• We also require you to submit a soft

copy of your sources (except for books)

Prof. Tamer Awad

• Digital Marketing
– Social Media Marketing,
– Mobile Marketing,
– Viral Marketing.
• Branding / Counterfeit Branding.
• Tourism Marketing. Topics
• The Effect of Country-of-Origin.
• Fashion Involvement.
• Marketing Ethics
• Corporate Social Responsibility
• Green Marketing

Prof. Tamer Awad

 Other Possible Research Areas
• Consumer/Student Selection Criteria and Perceptions of Higher Education
in Egypt

• Consumer Satisfaction with Higher Education in Egypt

• Branding of Private Universities in Egypt

• Who Buys Organic Foods in Egypt?

• Consumer Perceptions and Acceptance of Corporate Social Responsibility

in Egypt

• Cause-Related Marketing of Multinationals in Egypt

• The Effect of Employee Ethics on Brand Equity and Brand Personality of

Corporations in Egypt

• Consumer Ethics in Egypt

Prof. Tamer Awad

TIPS
• See the different folders on your intranet
• In general, prepare folders and subfolders with the
different topics in your paper.
• Date your drafts to avoid confusion.
• Back-up! Back-up! Back-up!

Prof. Tamer Awad

• Topic and Outline 23th of September

DEADLINES
& Meetings
• Progress Report: 28th of October

• Submission of First Draft: 11th of November

• Follow-up meeting 25th of November

• Seminar Submission 9th of December

Prof. Tamer Awad

Office: B5.302 Ext. 3320

Email: tamer.awad@guc.edu.eg

You can always email me for a different timing

Prof. Tamer Awad

Research Titles

• Millennials’ attitude towards digital marketing

• Characteristics of customer loyalty: Impact of
brand image or product attributes – FMCG
• Consumer response towards country of origin
(experiment) comparison between higher
involvement and lower involvement products.
• The effect of Pharmaceutical dispensing pattern on
consumer store patronage
Research Titles

• Determinants of consumer buying behavior

through hypermarkets in Egypt
• Relationship between website attributes and
customer satisfaction: A of ecommerce in
telecommunication industry
• Identifying service quality gaps in banking sector:
a comparative study of local and foreign banks
• Factors affecting positive and negative word of
mouth in restaurant industry
• The effect of brand image on consumer taste
preference
Research Titles

• Factors affecting impulse buying

• Effects of technological change on information
seeking habits of individuals
• Effects of customer response to in-store promotion
on brand image and purchase intentions
• The impact of counterfeit brands on consumers’
acceptance of original brand
• Affect of deceptive advertising on consumer loyalty
Research Titles

• Consumer awareness and usage of e-banking

transactions through mobile phones
• Shelf-spacing competition: A comparative analysis
of local and international brand
• The Factors behind switching in the telecom
industry
• The Impact of personal involvement on store brand
selection
• Impact of congruity between self-concept and
brand image on brand preference in the automobile
industry / Mobile industry / ...
Research Titles

• The impact of brand extension on brand

personality
• Impact of celebrity endorsement and event
sponsorship on pre-purchase evaluation
• Factors affecting customer retention in
telecommunication industry
• Effect of in-store shelf-spacing on purchasing
intention
Research Titles

• Role of outdoor advertising in bringing awareness

and developing perception for social causes
• Evaluation the packing variables and their impact
on consumer preference of soft drinks / frozen food
• The impact of fashion involvement and hedonistic
consumption tendency on buying behavior
• Impact of mood and brand recall and attitude of
brand placement in television program
• The effect of customer relationship management
on customer retention
Research Titles

• Consumer buying behavior in shopping stores:

impact of store dimensions and demographics
• Brand awareness and brand attitude as the
predictors of market share
• Impact of advertising and price sensitivity and
consumer buying behavior
• Relationship between store image and consumer
preferences towards store brand
• Study of consumer purchase intention with respect
to objectives, attributes and subjective dimensions
in retails outlets
Research Titles

• Effectiveness of integrated marketing

communication with respect to consumer attitude
towards brand
• Influence of humor advertising on consumer brand
perception
• An association between advertising messages and
content and the response of the children
• The impact of marketing activities on the sales of
pharmaceutical companies
• Factors influencing customer satisfaction in health
care service.
Now its your turn to ask Questions

Prof. Tamer Awad